Samsung’s Anti-iPhone X Ads

Rado Slavov, writing for PhoneArena:

Instead, Samsung decided to focus on the negative marketing and go after its rival. What’s happening is Samsung is trying to play a finite game here — its objective is to win the battle of this smartphone generation, which comes at the expense of its own brand strength and integrity. Such unprovoked aggressive behavior is never typical of the winning side; it’s most often exhibited by the losing team, which, realizing that the final seconds of the match are ticking away, starts playing in a rough and desperate, pissed off way. After the confident Galaxy S8 launch, surely the missed expectations for this year’s Galaxy S9 have put some pressure on the consumer products team. But again, Samsung is not playing the game it should be playing, and its behavior is atypical for a gigantic tech company that’s supposedly a market leader and innovator.

Samsung should be less concerned about iPhones and more concerned about setting its own phone apart from other Android phones. What makes a high-end Samsung phone stand apart? Samsung keeps banging the drum about the iPhone X notch looking silly, but they’re only further emphasizing a distinguishing iPhone characteristic — one that other Android handset makers are racing to copy.

★ Monday, 30 July 2018